Managing Social and Intellectual Capital: Factors Affecting the Adoption and Provision of Online Marketing of Government Services Managing Social and Intellectual Capital: Factors Affecting the Adoption and Provision of Online Marketing of Government Serv

A significant issue facing government at all levels is the provision of governmental services, information and property (e.g. government’s social and intellectual capital) through “online” marketing transactions. Using a diffusion theory approach (Rogers, 1983) this paper discusses the findings of a study investigating strategic factors that affect the adoption of an online e-commerce marketing approach, with emphasis on elements related both to the innovation itself (e.g. Rogers, 1983), as well as environmental characteristics. In-depth interviews of a sample of 42 high level governmental officials, chosen across various agency types, and Australian states were conducted. Governmental decision-making about on-line service provision tended to be generally following a “production ” or “product ” orientation rather than a customer oriented marketing one. Findings showed support for the hypothesised relationship between political pressure and adoption, and the importance of being shown to “be doing something ” immediately or in the very near future. Implications for marketing management and suggestions for further research in the area are given